Management behavior and barriers to market orientation in retailing companies

Marketing writing has long argued the value to services companies of developing “market orientation”. However, the existence of organizational barriers to the development of market orientation in services businesses has been neglected. The findings of research in food retailing companies suggests associations between several important aspects of management behavior and successfully developing market orientation. These findings are of particular interest in enhancing the understanding of the problems faced in developing market orientation in retail businesses, but also of general interest to the services marketing reader. A series of conclusions and implications of this research for services marketing are presented.